Special Group has launched its latest round of Smirnoff billboards as part of the ‘Pure Potential’ campaign.
Marketing, advertising & media intelligence
We’ve seen emojis used in the place of words, with the poor peach and eggplant becoming symbolic of more than just fruit and vegetables. And now, Smirnoff is challenging its fans to use emojis as cocktail ingredients in a new campaign, via Special Group, called ‘Emojitail’.
Smirnoff and Young & Shand made the most of Kiwis' love of selfies and snow in a new 'Pure Potential' campaign, which saw photos recreated in a cocktail during a Facebook Livestream.
Smirnoff's #PurePotential campaign via Special Group was pretty slick, with some good lookin' billboards and a clever Instagram Bar that saw 'mixologist' Dickie Cullimore creating bespoke beverages based on pictures of punters' fridges. The Lion-distributed vodka brand claims to see the potential in everything around us, "from sidewalks as dance floors, paint cans as drum kits and now a concrete truck as a drinks mixer", which it wheeled out to a few festivals over summer.
When Smirnoff launched its #PurePotential campaign, promising that the company could see potential for a yummy cocktail in any ingredient, I thought the idea was romantic but unrealistic. It's proven me wrong.
What’s in your fridge at the moment? According to Smirnoff’s new campaign, ‘Pure Potential’, it can see the potential in any ingredient to make a great drink.
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Who's it for: Smirnoff by Leo Burnett Sydney and Curious Film Why we like it: It was a bit of a coup for Darryl Ward to get this shoot. But, as you'd expect from a chap who won two Cannes Grand Prix awards in one year ...
Curious Film's co-founder Darryl Ward has obviously got a thing for musicians. First it was Iggy and Orcon. Now he's ventured stateside once more to work on a big project with musician and producer Pharrell Williams for Smirnoff’s ‘Start Pure’ campaign, which was conceived by Leo Burnett Sydney.
Special Group took over Lion's suite of Diageo products after it won a competitive pitch in June last year. But a decision to use more global creative for its Smirnoff brand means the local boys have been cut out the action for the time being.
How do you make your booze brand stand out a little more? Creating a reality-type series that leverages the smart ideas generated by creatives is one way, and ratings for the Smirnoff Night Project, which made its debut just under two week’s ago, point to it being an effective concept (read all about the campaign, spearheaded by Special Group,here).
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Back in November, Smirnoff and Special Group launched a campaign to get people to come up with kerrrazzeee ideas for events, with the winning concepts brought to life and the highs and lows of the lead-up and execution filmed for an unscripted reality show that would screen on FOUR. Well, that show kicks off tonight at 10.30 and Special Group creative director Tony Bradbourne is pretty damn excited about it.